"Anti Dumping" Promotes National Brand

This year,

Rough leather shoes in China

The good quality and low price of China's exports have been seen all over the world.

But for Chinese leather shoes

In October 2006, the European Commission formally announced that it would levy anti-dumping duties on leather shoes from China for a two-year period with a duty rate of 16.5%. In December 2009, it again decided to extend the anti-dumping duty on Chinese leather shoes for 15 months, and the tax rate remained unchanged at 16.5%, and it began to implement in January this year.

It is understood that in 2006, China's footwear products accounted for about 52% of the world's total, while the EU has always been the largest export market for Chinese footwear, especially leather shoes.

According to statistics from the China light industry technology import and export chamber, the total sales volume of footwear products exported to Europe reached 1 billion 780 million euros last year, and this amount exceeded 2 billion euros during the peak period.

Since the implementation of the anti-dumping duty measures in the EU, Chinese footwear enterprises have been significantly affected. According to the statistics of the footwear association of China Leather Industry Association, compared with 2006, the output of Chinese leather shoes exported to Europe decreased by 20%, or about 40 million pairs last year, equivalent to about 20 thousand jobs, and the total export volume decreased by about 15%.

Take Zhejiang AOKANG, the largest and most competitive private shoe manufacturer in China, for example, the export growth rate dropped rapidly from 30% to 10%.

For this reason, some shoe companies want to move westward to Russia, South and Southeast Asia and expand Latin America. However, subject to the factors such as residents' income and consumption preferences, these areas tend to be more receptive to leather shoes, but the market space of leather shoes is rather limited. The EU leather shoes market is becoming more and more important.

In the light of

Financial crisis triggers trade protectionism

Wang Lingyi, an expert on Asia Pacific Affairs at the Shanghai Academy of Social Sciences, believes that the reasons why European and American countries have repeatedly put forward anti-dumping investigations against Chinese products are not only to protect their own markets, but also to protect the employment rate of their own citizens.

Based on China's current strong production capacity and export capacity, such friction is virtually impossible to avoid.

"It is noteworthy that most of our manufacturing industry is coincident with the declining industries in Europe."

Wang Ling said that until now, Europe has not yet come out of the financial crisis, and its confidence in the local manufacturing industry is seriously insufficient, and the rise of trade protectionism is logical.

It is expected that during the "12th Five-Year" period, between China and the importing countries, an efficient industry will be able to establish a consultation mechanism for Industry and associations.

Wang Lingyi believes that ceramics, shoemaking or steel pipe industry not only concentrate on labor intensive and resource consumption, but also low end products with low profits and low returns.

From this perspective, China's export industry also needs to reflect on itself.

"In addition to arguing and protecting our own rights and interests, we should also think about our own problems."

Yin Bocheng, a professor at the school of economics, Fudan University, said that the European Union or the Americas also dared to take the Chinese export products repeatedly, reflecting our own "soft files", which is the product's own substitutability.

It is undeniable that although the "made in China" good quality and low price can be acknowledged to a certain extent, but the decisive factor that removes the low price, our export products do not have the advantage in terms of technology content and creativity.

Anti dumping is also an opportunity for national brands.

Yin Bocheng believes that low price can not always achieve the core competitiveness of China's export products.

In addition to the negotiating table, the manufacturing enterprises should strive to improve the technological content and originality of the products. Meanwhile, the departments concerned should attach great importance to the low wages and resources exploitation of the manufacturing workers for many years.

"Made in China" is the time to change.

AOKANG group, founded in August 8, 1988, did not rely on the auspicious date of "8" at the beginning of its development.

At that time, the Chinese shoe industry was entering a crisis of confidence because of Wenzhou's fake shoes.

In August 1987, the fire in Hangzhou burned not only thousands of pairs of Wenzhou shoes, but also a lot of people's confidence in the footwear industry.

But Wang Zhentao, the president of AOKANG group in Wenzhou, thinks the fire is an opportunity. With the help of that fire, AOKANG became a leader in China's leather shoes industry in more than ten years.

20 years later, when the EU's anti-dumping stick swung to China's footwear industry, Wang Zhentao's chance to turn AOKANG into a world brand is coming again.

The so-called "chaos in the world", the more is faced with industrial change, and the more opportunities for enterprise development.

When anti-dumping duties have left many shoe companies in China unbearable, AOKANG will have a chance to build brand after shuffling.

Therefore, we found that after 18 days of the 16.5% anti-dumping duty imposed by EU rulings on leather shoes produced in China, AOKANG became the first Chinese footwear industry to use legal weapons to protest against EU footwear anti-dumping.

And in 2006, against the European Union's anti-dumping targets, Wang Zhentao actively ran, lobbied hundreds of domestic shoe companies to protest against the EU's anti-dumping Declaration on footwear, and also represented the Chinese footwear enterprises on behalf of the Spanish footwear industry forum to protest against the EU's anti-dumping against China.

When the media put the title of "anti-dumping first person" on Wang Zhentao's head, AOKANG's "anti-dumping" strategy has already achieved initial success. People not only know AOKANG when they buy shoes, but also remember this national brand in their hearts.

But this is only the beginning. "OEM" is not a long-term strategy for AOKANG. To open up a larger overseas market, we must establish our own brand overseas.

It is surprising that overseas famous media such as The Associated Press, Agence France-Presse and Reuters have also focused on the appeal time of AOKANG. When foreigners accidentally discovered that their shoes for many years might come from China, AOKANG was also surprised by them.

"We are now engaged in mergers and acquisitions with several well-known British shoe companies."

Wang Zhentao told reporters that they will gradually open the EU brand market by way of acquisition.

With the help of anti-dumping, the road of AOKANG's national brand is entering Europe.

For AOKANG, innovation is the same.

In 2006, AOKANG strives to become a benchmark for China's marketing, creating the strongest brand in China's footwear industry, and breaking the dilemma of the development of China's footwear industry.

AOKANG's determination is to let AOKANG take a small step, becoming a big step for China's footwear industry to take the world.

In the troubled times of China's footwear industry in 2005, faced with the tremendous pressure of anti-dumping, the rising price of raw materials and the eyeing of foreign giants, Wang Zhentao led AOKANG to achieve unprecedented growth in performance and become a model for the development of China's footwear industry.

The 2600 Mu Industrial Park, jointly built by him and 1 billion of Chongqing and Bishan County, was officially named by the China Light Industry Federation as the "shoes city of Western China". It created a new era for the joint construction of modern industrial parks between enterprises and the government.

"The only thing that remains unchanged in the world is change. For AOKANG, innovation is the same."

Wang Zhentao said.